1. What is meant by digital IQ ?
Digital IQ is a measure determining how well companies understand the value of technology
and weave it into the fabric of their organization.
It not only about using merely using the latest tools or having a large IT budget. It entails
actually the ability of integrating and adapting technology into the way a company plans,
innovates, interacts with customers and employees, and ultimately creates value.
For a company, growing its Digital IQ can deepen the level of engagement with its customers,
employees, and business partners. It helps to improve the return on technology investments by
growing the business and by solving business issues.
What are the components of Digital IQ?
To improve its Digital IQ, companies have to take into consideration four main sectors:
The Website
• Should be easy to understand and to use
• It has to be interactive
• It should integrate an efficient reservation system and links to social medias
• The design has to be carefully done
• Loyalty programs & customer service should appear

2. The Digital Marketing
• Efforts have to be made to optimize search engine, in order to be well
referenced
• Banners & ads have to be visible on appropriate and relevant web sites
• To be present on emerging platforms such as Pinterest
• Companies have to use efficiently the Blog and platform like Tripadvisor as
the content is generated by other users
The Social Media
• Facebook: The content has to be relevant, with updating it on a regular basis
• Twitter: Followers, Tweet frequency, online voice
• Youtube: In the case of hospitality business, posting videos can provide future
guests a good and more concrete overview of the product
The Mobile
• Companies has to provide a mobile version of the website by ensuring the
compatibility of it in most of the Smartphones.
• IOS / Android / Blackberry applications: Availability, popularity, functionality
• Mobile innovation: SMS, mobile marketing innovations, geo-localization.
*Source: Hotels Digital IQ, Scott Galloway, March 2012